DOI: 10.24412/2071-3762-2021-6292-3-11
On the Question of the Scale and Quantification of the Promoter’s Index

Zakuskin Sergey Viktorovich, Candidate of Technical Sciences, Deputy General Director, Compass Research Agency LLC; Oktyabrskaya st. 60-2-10, Moscow, Russia, 127521 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Much attention is paid to the historical features of modern retail formats development. In particular, one of the innovative directions of guerrilla marketing development – the format of temporary pop-up stores was studied in detail. Pop-up stores can agree well with electronic commerce, hold additional value for consumers and they are widely used by many world-famous trading firms. It was concluded that pop-up stores best fit into the concept of a modern experience economy, therefore it is possible to predict the further growth of this segment of the retail market.

Keywords: guerrilla marketing; experience economy; retail trade; pop-up stores; advertisement; immersive design; abundance society; sales efficiency.

DOI: 10.24412/2071-3762-2021-6292-12-24
Investigation of Modern Trends in the Development of Guerrilla Marketing

Brutyan Murad Muradovich,Candidate of Economics, specialist of Central Aerohydrodynamic Institute named after prof. N.E. Zhukovsky. Zhukovsky str.1, Zhukovsky, Russia, 140180 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article discusses modern trends in the development of guerrilla marketing and the closely related pop-up store model. It is marked that there is an increasing interest in guerrilla marketing from many brands against the background of a decline in the effectiveness of traditional marketing strategies and advertising. Basic principles and main advantages of guerrilla marketing are given, which fit well with trends of modern economy and commerce development. The emphasis is made on the fact that the use of a guerrilla marketing strategy can be associated with risks and in some cases even lead to negative consequences. Much attention is paid to the historical features of modern retail formats development. In particular, one of the innovative directions of guerrilla marketing development – the format of temporary pop-up stores was studied in detail. Pop-up stores can agree well with electronic commerce, hold additional value for consumers and they are widely used by many world-famous trading firms. It was concluded that pop-up stores best fit into the concept of a modern experience economy, therefore it is possible to predict the further growth of this segment of the retail market.

Keywords: guerrilla marketing; experience economy; retail trade; pop-up stores; advertisement; immersive design; abundance society; sales efficiency.

DOI: 10.24412/2071-3762-2021-6292-25-34
Methodical Approach to the Development of Customer Journey Map of Hotel Service Consumers

Kmet Elena Borisovna,Cand. econom. Sci., Associate Professor of the Department of International Marketing and Trade, Vladivostok State University of Economics and Service; Gogolya 41, Vladivostok, Russia, 690014 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Volynets Anastasiya Mikhailovna, 4-year bachelor of the direction of training Trade business, profile Marketing in trade, Vladivostok State University of Economics and Service; Gogolya 41, Vladivostok, Russia, 690014 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

In the actual hotel business it is very important to build a multi-channel interaction, a common system of communication between the customer and the product. For a complete analysis and visualization of all these contacts, the Customer Journey Map is used. CJM is a visual tool that helps the company understand what stages the consumer goes through when booking a hotel room, taking into account his goals, motives, emotions and previous experience. In a clear, concise and visual form, it shows the way or ways that the customer of the hotel is most likely to follow. This enables the company to build a successful development strategy for constant improving its product and raise more profit. The actuality of the research is dictated by the rapid growth of the number of hotels in Russia, which in 2014-2018 increased by 94.4%, and the number of night stays increased by 29.7%. The article presents the development of methodological approach for creating a journey map of hotel customers. As a part of development content analysis of scientific publications in the hospitality and text analysis of the reviews on the Booking.com website were used. In the tourism and hospitality field the customers feedback at the booking sites gives to the customer fast and convenient way of comparing tourist and hotel products, which enables to reduce the potential risks connected with the purchase of the hotel product. For the year under the study, 84 reviews were collected and analyzed. The results of the development of the methodological approach allowed us to design and visualize the experience of the hotel client in the form of a travel map.

Keywords: customer journey map; hotel service consumers; text analytics of reviews; consumer behavior.

DOI: 10.24412/2071-3762-2021-6292-33-42
Strategy Development of Paid Medical Services in a Budget Clinic During the COVID-19 Period

Zuenkova Julya Alexandrovna, DBA, Marketing Guild Union member, RUDN faculty teacher Peoples Friendship University of Russia (RUDN University); Miklukho-Maklaya str. 6, Moscow, Russia, 117198 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Pronina Svetlana Victorovna, head of economy department, Out-patient pediatric hospital #42; Golubinskaya str. 23, 2, Moscow, Russia, 117463 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The COVID-19 pandemic affected the demand for paid medical services, leading to a decrease in revenue of healthcare providers and a change in the structure of patients’ demand. The article provides the analysis of the commercial activity of a budget clinic and the development of a strategy for its product offer based on economic and marketing indicators. The novelty of the material is the description of the problems of commercial affairs at a budget pediatric clinic during the COVID-19 pandemic in the conditions of reduced demand and tougher competition. Taking into account the available resources and environmental limitations, the following medical care hould be in promotional focus: diagnostic services, vision protection medical care, consultations of specialist doctors. The priority in the development of these services is due to a clear definition of the target segment – parents who trust governmental clinics’ care. It is also necessary to restore the demand for routine pediatric vaccination. It is necessary to popularize among parents the importance of following the vaccination schedule for the health of the child and its safety even during a pandemic. The information obtained will allow the heads of medical organizations to develop an effective strategy, while maintaining the required income indicators. Analyzing the dynamics of demand and studying the causes of changes in patient behavior are important elements of developing a product supply strategy during the COVID-19 period.

Keywords: healthcare service; commercial affairs; medical care; product strategy; McKensey matrix; COVID-19.

DOI: 10.24412/2071-3762-2021-6292-43-48
Marketing Designing of Social Services Based on the Concept of Storytelling

Levina Ekaterina Vasilievna, student of the Department of Technological Management and Innovation, ITMO University, Chaykovskiy 11/2, St. Petersburg, Russia, 191187 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Solovieva Dina Vitalievna, Candidate of Economic Sciences, Associate Professor of Faculty of Technological Management and Innovations, ITMO University, Chaykovskiy 11/2, St. Petersburg, Russia, 191187 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article describes the author’s storytelling model for generating ideas as part of the marketing designing of high-tech socially-oriented services and products. The principles of this model, step-by-step instructions for using the model are attached, and problems that are solved using models at each stage. In addition, the description contains an idea of the author’s design method, part of which is a storytelling model. The novelty of the author’s model lies in such an approach to building a marketing design model, in which the creation of high-tech products and services for the social sphere is based on the model of creating a story, a book plot with a mission, a plot, creation of the main characters and a storyteller. This approach takes into account social trends and allows you to take a fresh look at creating projects for large-scale changes.

Keywords: marketing designing; high technologies; marketing technologies; storytelling; human-centered marketing; social and ethical marketing; idea generation; start-up; new product.